Farewell To ATI

Four years after it acquired ATI for $5.4 billion, AMD is finally ditching the ATI brand name for good.

The decision was taken based on AMD's research which found that:

1) AMD brand preference triples when the person surveyed is aware of the ATI-AMD merger.
2) The AMD brand is viewed as stronger than ATI when compared to graphics competitors (presumably NVIDIA).
3) The Radeon and Fire Pro brands themselves (without ATI being attached to them) are very high as is.

The transition will start later this year as new products will roll out with AMD Radeon and AMD Firepro logos. A set of logos without the AMD name is available for OEMs who which to avoid confusion when offering Intel based PCs with AMD discrete graphics cards.

Add new comment

CAPTCHA
This question is for testing whether you are a human visitor and to prevent automated spam submissions.

Comments

Def gonna be weird calling it

Def gonna be weird calling it amd radeon. I still laugh at the dumb asses that think nvidia is a better product. Quality over quantity. There no different than amd s chips, yah they may be a bit slower once in a while but people are stupid in forgetting that amds chips are clocked WAAAAY lower that intel and still keeps up. It's not that hard to throw on a higher clock speed and up the voltage (cause overheated issues which intel is known for as well as previous high end nvidia cards) Ati cards currently dominate the gaming industry with the 5 series and clearly nvidias attempt was a failure to counter that. All in all Ati is better for visual quality nvidia sometimes better with speed.

Meh...

Those of use who've been referring to the cards as "ATi" for a little over a decade will probably still call them that out of habit. I certainly will. It's the same silicon die, who cares what the name is?

I'll also say that brand loyalty with GPUs is an unbelievably stupid thing to do. If you've been gaming long enough you should know that both brands have been good and sucky over the years. I purchase cards based on the performance needs I have at the time, not whether the damn thing is red or green. Grow up.

Ehhhh

You guys do realize that the ATI team was a staff of AMD workers? that same staff that made the ATI stuff is still gonna be making the Radeon gpus but under the AMD brand-name... lol at the guy who said that Nvidia is the only option now, and lol at you guys for going nuts over this. ATI is just a name, that's been bought by AMD and the same team will continue to deliver the same product under a different name... lol

So damn sad. I hate Nvidia. I

So damn sad. I hate Nvidia. I used to be a big Nvidia fan till one day I was too poor to buy a Nvidia, so out of desperation bought a as new but cheaper ATI card. It totally out performed Nvidia. I had less problems with the software and the hardware. It's just a better product. Now with ATI going out I'll have no other options. Nvidia prices are gonna go way up soon. But luckily ATI prices should plummet.

So now you're a market

So now you're a market analyst?

Yeah... Didn't think so.

nVidia simply caters to the HIGHER-END market. That's all.

Sorry man but... ATI catered to the low-income market because of volume. Thus the lower-price.

nVidia is simply higher-end stuff. Usually has been over the last 10 years...while ATI struggled with their SHIT drivers. They got lucky now and then but nVidia always came out with something better - as they continue to do.

We'll see how AMD competes. But they're banking on single-chip options for the market difference. I don't see any trends changing here.

I actually WISH AMD would push the Radeon brand past nVidia's performance levels...and MAINTAIN that lead.

But history will easily show that nVidia has led the market for the majority of the time for the last decade.

Oh well. Again... We'll see what AMD does.

I'll also point

I'll also point out...

...that the psychology between banishing the tarnished ATI name is very clear in their (accurate) assessment.

I am FAR likely to consider an AMD device than an ATI device. AMD has stricter standards and makes a quality product where ATI products - ESPECIALLY the shit software that you were force-fed with them - were sub-par to the ease of use of an nVidia card. (Never saw nVidia drivers trash people's monitors...for example.)

No one cares about ATI. But people will still pay attention to the name "Radeon". Hell... It just sounds cool.

AMD has clearly done a great job of integrating ATI assets into their own company, too. This has been in the works since day one of the acquisition anyway so... Quit acting so surprised. Even the ATI logo annoys me.

The marketing psychology behind this is simple and very solid.

The End.

Well played AMD

ATi sucks but I must admit AMD made the best decision in regards to their graphical branch. I'd actually consider getting an AMD graphics card now (if I needed one). I don't know why but ATi has always been very unappealing to me, however I'm a strong fan of AMD.

From a business perspective, AMD should now focus on clearing the slate and totally rebuilding the reputation of their graphics branch. More community input toward end-users and developers might strengthen this reputation.

I'm very interested in what will happen in the following few months. Good article OP.

Replies ATi sucks but I must

Replies
ATi sucks but I must admit AMD made the best decision in regards to their graphical branch.

~That's because you don't like ATI, and I think ATI rocks and it's the better graphic card maker than Nvidia.

I'd actually consider getting an AMD graphics card now (if I needed one). I don't know why but ATi has always been very unappealing to me, however I'm a strong fan of AMD.

~I feel the same way about nvidia.

From a business perspective, AMD should now focus on clearing the slate and totally rebuilding the reputation of their graphics branch.

~ They are well on thier way with taking out Nvidia.

More community input toward end-users and developers might strengthen this reputation.

~NVidia recently got sued by micosoft for not fixing thier crap driver support. Who else would you be comparing reputations with? Every single old game i own from windows 98 is fixed with ATI's newest driver support....i don't even have to create profiles in the drivers anymore.

I'm very interested in what will happen in the following few months. Good article OP.

~Im not. ATI is still the leader of the pack.

Add new comment